Amazon Prime Video is set to launch a new short-form video feature on its streaming service, following in the footsteps of competitors like Netflix and Disney+ by introducing a vertical browsing experience tailored for mobile users.
The new feature, named “Clips,” will curate a personalized feed of vertically scrolling videos sourced from movies, TV shows, and live sports content available on Prime Video. Users will have the option to directly access the full content, rent or buy titles, subscribe to related services, or bookmark content for later viewing from the feed.
Initially showcased during the 2025–26 NBA season with basketball highlights, the Clips feature will soon expand to encompass a broader range of entertainment content on the Prime Video platform.
Brian Griffin, Prime Video’s director of global application experiences, highlighted the company’s goal of streamlining the program discovery process for audiences. By offering “short, tailored snippets aligned with their preferences,” the new feed aims to provide users with a more casual browsing experience while helping them make informed decisions on what to watch next.
The Clips feature will be accessible through a carousel on the Prime Video mobile homepage, leading users to a full-screen vertical feed that continuously recommends additional clips based on their viewing habits. Users can also share clips via messaging apps, email, or social media; however, recipients must have the Prime Video app installed to view the shared content.
Amazon plans to roll out the feature gradually to selected U.S. customers on iOS, Android, and Fire tablet devices, with broader availability anticipated later this summer.
